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technologyistheconduitAnd it differs from Traditional MediaSocial media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialoguewww.buaconsulting.com/social_media

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PeopleWhat groups do you want to engage with?Customer segments? Partners?Staff?Discuss and listwww.buaconsulting.com/social_media

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Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themCreatorsPost ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wikiCriticsUse RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites onlineCollectorsMaintain profile on a social networking siteVisit social networking sitesJoinersRead blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviewsSpectatorsNone of the aboveInactivesThe Social Technographics™ LadderTaken together, these groups make up the ecosystem that forms the groundswell. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.Groups include people participating in at least one of the activities monthly.www.buaconsulting.com/social_media

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Where are your groups on the social technographics ladder? www.buaconsulting.com/social_media

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Objectives1. Listening – Use social media to better research customers and markets.2. Talking – Use social media to spread messages about your company.3. Energising– get your most enthusiastic customers to become advocates , using social media to increase word of mouth.4. Supporting– Support customers or help your customers support each other.5. Embracing– Integrate your customers into the way your business works (e.g. Lego). www.buaconsulting.com/social_media

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Strategy and TechnologyStrategies are unique to each organisation.Understand your People and your Objectives.Use the Mindshop tools to develop your Strategies.Choose the social media Tools that best suit your Strategy.www.buaconsulting.com/social_media

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ExamplesGood Social Media ExamplesTourism Queensland: The Best Job in The WorldFlowerdale - Rebuilding a Communitywww.twitter.com/telstrawww.twitter.com/harveynormanauwww.fixmystreet.com.ukhttp://www.billabong.com.au/blogCase Study: http://larasolomon.wordpress.com/2010/01/25/mocks-fan-page-case-study/ or view Facebook pageBMW YouTube ChannelB2B Examples:Techcrunch: Intervew with Cisco, Virgin America, Comcast Social Media LeadersApprova.net: I love a Good Audit (Making Auditing Fun!) and Happy Birthday To Sarbannes-Oxley VideoBearingPoint: Mike2.0CWS "Say No Dirt" VideoThe Dramatic Chipmonk - just to show YouTube can cheer us up every so oftenwww.buaconsulting.com/social_media

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Bursten-Marsteller SurveyThe majority of the companies surveyed are failing to take an integrated or strategic view of social media. Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia.Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard.Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance. www.buaconsulting.com/social_media

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ConclusionSocial Media - the evolution of the web.It’s social not technological.It’s about two way communication it’s a conversation.Use the POST approach.Don’t Fear it, embrace it!www.buaconsulting.com/social_media